scholarly journals Industry, Brand, and the Role of Digital Medium

2018 ◽  
Vol 12 (1) ◽  
pp. 19
Author(s):  
Indro Adinugroho ◽  
Didit Hersanto ◽  
Antonina Renata Putri ◽  
Steffi Hartanto ◽  
Smitha Sjahputri
Keyword(s):  
Logical Consequence ◽  
Case Analysis ◽  
Business Owners ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Public Attention ◽  
Digital Medium ◽  
The Public ◽  
Digital Footprint

Rapid growth in information technology forces various industries and business owners to think strategically to reach public attention. This condition also brings the logical consequence of using online medium as their primary marketing tools. Various online medium or usually called as social media such as Twitter, Path, and Facebook have been used by numerous industries as tools to communicate their ideas, brands, and promotion to the public. Along with this condition, industries need to think strategically to develop contemporary marketing communication strategy. This research is a case analysis focusing on examining marketing communication strategy of a brand. One brand identified is Pocari Sweat, Japanese isotonic drink brand. This brand is selected due to the availability of our computer devices to track the tweets. From this study, we have concluded that in this disruption era, marketing communication strategy can be known and identified by others only by tracking their digital footprint.

scholarly journals Unravelling A Regulation Machine

2018 ◽  
Vol 7 (1) ◽  
pp. 86-98
Author(s):  
Dionysia Mylonaki ◽  
Panagiotis Tigas
Keyword(s):  
Public Discourse ◽  
Fundamental Problem ◽  
Global Scale ◽  
Technical Aspect ◽  
Current Approach ◽  
Fake News ◽  
Public Attention ◽  
The Public ◽  
Machine Leraning

Computational censorship in the form of fake news and toxic comments regulation is a subject that comes up quite often in the public discourse, as a result of the volatile political circumstances on a global scale and due to the unquestionable impact of journalism on these circumstances. Public attention has been directed to the role of mainstream and other media in the formation of public opinion, either in the form of articles or in the form of usergenerated comments. The purpose is to analyse and allow a deeper understanding of a project that is under development, namely, computational-censorship and to show that algorithmic regulation is not a solution, but rather another layer to a more fundamental problem. This article examines the implicationsof developing Machine Leraning/Artificial Iintelligence (ML/AI) which aims to regulate the internet and we attempt to allow a glimpse into the technical aspect of the problem as a way to back arguments that could be re-jected by the ML/AI research community as “non-pragmatic”. Finally, it aims to highlight the absurdity of the current approach to research in this area, which is the exact opposite of the rationalism that the field claims to be embracing.

Enacting Public Value on the Abc's Q&A: From Normative to Performative Approaches

2013 ◽  
Vol 146 (1) ◽  
pp. 82-92 ◽  
Author(s):  
Gay Hawkins
Keyword(s):  
Political Theory ◽  
Public Service ◽  
Public Reason ◽  
Public Attention ◽  
Public Address ◽  
Public Value ◽  
The Public ◽  
Current Affairs ◽  
Alternative Approach

Is there anything left to say about public value and public service broadcasting (PSB) without lapsing into boosterism, special pleading, or wildly unsubstantiated claims about the role of PSB in making citizens and democracy? This article develops an alternative approach, one that considers publicness not as a pre-given or static value, but as something that has to be continually enacted or performed. Using recent debates in political theory, it examines the processes and ontological effects of what Latour calls ‘making things public’. It makes two assumptions. The first is that there is no such thing as ‘the public’ out there waiting to be addressed; rather, publics have to be called into being The second is that there are a multiplicity of ways in which publicness can be assembled, and the challenge for PSB is to establish why its strategies are better. The example used is the ABC's current affairs discussion show Q&A, which is investigated to see how it generates an ontology of publicness. In what ways is the notion of public address and assembly mobilised? How does the experience of a public as a form of what Warner calls ‘Stranger sociability’ extend from the live audience to the household viewer? In what ways are the notions of public reason and rational discussion enacted and disrupted? And how does this enactment of publicness generate a sometimes poetic, anarchic or ribald shadow reality tweeted in from anonymous participants competing for public attention? Finally, how does it both reproduce and reinvent existing institutional regimes of value within the ABC?

scholarly journals Perancangan Desain Komunikasi Visual Dalam Bentuk Kampanye Instagram “Apresiasi Kerja Desainer”

2020 ◽  
Vol 2 (1) ◽  
pp. 203-223
Author(s):  
Nurul Aqmarina Ardani
Keyword(s):  
Brand Management ◽  
Business Owners ◽  
Communication Strategy ◽  
Management Theory ◽  
Brand Awareness ◽  
Campaign Strategy ◽  
The Public ◽  
Movement Theory ◽  
Brand Audit ◽  
New Strategies

The working fee of graphic designers is still being felt to be very low because there is no appreciation from business owners and also from the public. To increase the appreciation, there have been many campaigns regarding the appreciation of the work of graphic designers on social media Instagram with positive reviews, but many graphic designers said that there is still no change. The author then tried to analyze some of the shortcomings of these campaigns and tried to add new strategies. The author hoped that the new campaign with the new communication strategy could deliver better message to the business owners and public. The author used brand audit, brand awareness, and brand management theory from Keller (2013), Kartajaya (2016) and also social movement theory from Aspen Institute Roundtable (2013) to do the campaign strategy researches. The outcome of this artwork is a conceptual campaign with a complete communication strategy guide. Keywords

scholarly journals Marketing Communication in Increasing Room Occupancy at Reddoorsz Hotels During the Covid -19 Pandemic

2021 ◽  
Vol 9 (2) ◽  
pp. 7-13
Author(s):  
Ainur Rochmaniah ◽  
Adella Eka Ridwanti ◽  
Asiyatul Ulfiyah ◽  
Rachma Sari Octaviani ◽  
Ayu Diah Oktaviana
Keyword(s):  
Public Relations ◽  
Sampling Technique ◽  
Local Scale ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Observation Data ◽  
Marketing Communication ◽  
The Public ◽  
Service Staff ◽  
Hotel Managers

The Covid -19 pandemic has significantly decreased the occupancy of the RedDoorz Syariah Buduran Sidoarjo Hotel rooms. The objective is to describe the marketing communication strategy used by the RedDoorz Syariah Buduran Hotel in increasing room occupancy. The study used a qualitative research method at the RedDoorz Buduran Hotel in March-August 2020. The information in this study was the hotel manager which was equipped with 3 people and 5 hotel visitors, with a purposive sampling technique which the criteria of hotel managers dan service staff. Observation data observation techniques, open interviews, and documentation. The results show that the RedDoorz Syariah Buduran hotel has carried out digital advertising through social media such as media (Instagram, website and Twitter) and TV advertising (youtube), sales promotion through the distribution of discount vouchers to visitors and holding local scale events, as well as conducting communication through the public relations division by inviting the surrounding community at the hotel anniversary event. The marketing communication strategies that are carried out are integrated with each other, so as to increase the number of visitors during a pandemic.

scholarly journals Internet Marketing Strategy Demandailing Café in Building a Digital Brand on Instagram

2021 ◽  
Vol 8 (2) ◽  
pp. 165
Author(s):  
Rifkya Xena Aminullah JR ◽  
Jokhanan Kritiyono
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Interpersonal Communication ◽  
Brand Image ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
The Public ◽  
Marketing Data

This study raises the marketing communication strategy carried out by the Demandailing management in building the Demandailing Cafe brand image. This study describes the digital marketing strategy carried out by Demandailing Café in building a brand image on Instagram social media to the public, especially Demandailing Cafe consumers located in Surabaya. The benefits obtained from this research are as an academic reference on digital marketing in building a practical brand image on Instagram social media. The research method used in this research is descriptive qualitative, with an analysis of Integrated Marketing Communication (IMC) and digital marketing. Data was collected through in-depth interviews, observation, and documentation studies. This study concludes that in carrying out the Demandailing digital marketing strategy to build a brand image on Instagram social media, it is determined by how the products offered are highlighted in terms of the promotional content of the Demandailing Café product itself. Submission of the brand image itself indirectly becomes an interpersonal communication from Demandailing with customers who see Instagram. Demandailing always makes innovations in building a brand image that is not done by other cafe entrepreneurs, both in terms of soft selling and hard selling.

scholarly journals Influencers as a Means of Marketing Communications Strategy Digital Marketing Little PEP Jaya

2021 ◽  
Vol 1 (4) ◽  
pp. 357-368
Author(s):  
Hasim Hasim ◽  
Dinna Nurdiani Hapsari
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Communication Strategies ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Structured Interviews ◽  
Literature Study

creative economic field production of clothing in the city is currently experiencing a significant increase, various Various methods and sales promotion strategies are carried out by them to introduce their products to the wider community through digital media including social media, Instagram, company web. Business competition is also very tight, this company tries to attract consumers to buy its products by carrying out promotional strategies through the role of an influencer, such as artists, fashion bloggers, fashion stylish, and others, in this way is expected to increase sales. This study aims to see an overview of digital marketing communication strategies through the role of an influencer applied by Little PEP Jaya. Based on the research theme, a suitable research method for digging up the data or information needed uses qualitative research methods with a descriptive approach. Data collection techniques in research are through semi-structured interviews conducted with informants who are closely related to the theme of this research, including influencers and management staff at Little PEP Jaya. research findings the researcher also conducted a literature study, either through communication books or through online sources relevant to this research. The results of this study are Little PEP Jaya's digital marketing communication strategy planning through influencers using Instagram social media as a medium for disseminating information. In planning the marketing communication strategy, Little PEP Jaya has communicators, namely influencers according to the character of the product, they have an age segmentation that is in accordance with the Little PEP Jaya brand image, namely children's and young parents' clothing, In the implementation of marketing communication strategies through influencers, Little PEP publicity Jaya asked for a message to be conveyed by communicators, namely influencers, those who designed it by adjusting the personality of the Influencers, but did not have a deadline.

The effect of competition mind-set on persuasion: mediation role of processing style

2019 ◽  
Vol 32 (3) ◽  
pp. 633-643 ◽  
Author(s):  
Yeung-Jo Kim
Keyword(s):  
Design Methodology ◽  
Communication Strategy ◽  
Local Processing ◽  
Marketing Communication ◽  
Content Type ◽  
Processing Style ◽  
Mind Set ◽  
Local Processing Style

Purpose The purpose of this paper is to examine the effect of a competition mind-set on persuasion. Specifically, this research examined the effect of a fit between a competition mind-set and messages on the persuasive effectiveness. Design/methodology/approach Participants were randomly assigned to a condition of 2 (competition: competition mind-set vs control) × 2 (message: concrete feasibility vs abstract desirability) between-subjects design. Findings This research demonstrated that participants in the competition mind-set (vs control) condition expressed the messages as more persuasive and evaluated the product more favorably when they were exposed to concrete feasibility messages. Furthermore, this effect was mediated by a local processing style. Originality/value The present research provides a useful marketing communication strategy. For the effectiveness of messages, concrete feasibility-related merits should be emphasized in competition contexts.

The Evolving Arms Control Agenda: Implications of the Role of NGOS in Banning Antipersonnel Landmines

2000 ◽  
Vol 53 (1) ◽  
pp. 74-114 ◽  
Author(s):  
Kenneth R. Rutherford
Keyword(s):  
Agenda Setting ◽  
Arms Control ◽  
World Politics ◽  
Public Attention ◽  
State Behavior ◽  
State Action ◽  
The Public ◽  
Antipersonnel Landmines ◽  
First Time

This article examines the role NGOs have played in placing and controlling the landmineban issue on the international arms control agenda, which eventually changed state behavior toward landmines. It develops a framework for agenda setting to examine how and why NGOs were successful in this role. More importantly, the article also examines how NGOs were able to generate state action toward the support of the Ottawa Treaty banning antipersonnel landmines, which marked the first time a weapon in widespread use has been banned. The article makes two interrelated arguments. First, NGOs initiated the landmine ban by placing it on the international arms control agenda, which gained intense media and public attention for the cause. The NGOs accomplished their goal by utilizing cognitive attribution strategies to educate the public about the minimal military utility of landmines and the humanitarian problems they pose. Second, NGOs changed states’ perception toward the legality and use of landmines once the issue was on the agenda by highlighting the horrible effects and disproportionate consequences of landmine use, playing leadership games with influential individuals and states, and claiming that antiban states were using incoherent arguments. In comparison, NGOs have not been included in the agenda-setting processes of most other major arms control and disarmament treaties, which typically are negotiated at the behest of major powers. These arguments address the broader question of agency in world politics by showing potential conditions of how NGOs can instigate governments to address issues in a way that may culminate in international law.

scholarly journals MARKETING COMMUNICATION STRATEGY OF HALAL TOURISM AROUND GUS DUR’S CEMETERY IN JOMBANG

2019 ◽  
Vol 4 (1) ◽  
pp. 1 ◽  
Author(s):  
Afifatur Rohimah ◽  
Mohammad Insan Romadhan
Keyword(s):  
Social Relationships ◽  
Qualitative Method ◽  
Word Of Mouth ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Mapping Approach ◽  
Religious Tourism

This article aims to develop an appropriate strategy for halal tourism at the complex of Gus Dur’s cemetery. The aim of the study is to find out an appropriate marketing communication strategy that can be applied for halal tourism particularly in religious tourism complex, around Gus Dur’s cemetery. This study used descriptive qualitative method through a mapping approach in finding the data. The finding of the study is that the implementation of an appropriate marketing communication strategy of halal tourism around Gus Dur’s cemetery should consider several aspects including advertisement role, sales promotion, event enhancement, maximizing social relationships, social publicity, direct marketing with digital utilization, and growing good tourist image with the role of word of mouth. The marketing communication strategy that will be developed should refer to the concept of halal tourism; the so called Muslim-friendly environment. Throughout this marketing communication strategy, this will maximize the existence of religious tourism around Gus Dur’s cemetery both for local and international tourists.

scholarly journals COMMUNICATION STRATEGY IMMIGRATION OFFICE CLASS I OF BORDER CONTROL CIREBON IN SOCIALIZING NON-PROCEDURAL MIGRANT WORKERS (PMI) PREVENTION

2019 ◽  
Vol 1 (1) ◽  
pp. 7-14
Author(s):  
Adam Adis Mukrotal
Keyword(s):  
Public Relations ◽  
Migrant Workers ◽  
Research Problem ◽  
Communication Strategy ◽  
Communication Process ◽  
Class I ◽  
Border Control ◽  
Socialization Process ◽  
The Public

In the digital era these days, the role of public relations that is referring to communication has a huge influence on the development of all aspects of an organization. One example of its implementation is the Public Relations of the Immigration Office Class I of Border Control Cirebon, which has a role as an intermediary between the community and the office which aims to carry out the socialization plan as a means of disseminating information about government policies, especially in the immigration sector. This paper discusses the concept of work steps and the role of Public Relations of the Immigration Office Class I of Border Control Cirebon in socializing the prevention of Non-Procedural Indonesian Migrant Workers (PMI) and provides an explanation in the form of a study of some of the problems encountered in the socialization process. This paper used descriptive qualitative method which aims to provide an explanation regarding the role of public relations of the Immigration Office Class I of Border Control Cirebon in socializing the prevention of Indonesian Migrant Workers (PMI) and the obstacles they face. Thus, this paper produces 2 (two) main points that have answered the research problem formulation. First, the Public Relations role of the Immigration Office Class I of Border Control Cirebon in socializing the prevention of PMI Non-Procedural has fulfilled 7 (seven) indicators of success in the public relations communication process. Second, several major obstacles have been found that hindered the socialization process, which then urgently need to be addressed immediately by the Public Relations of the Immigration Office Class I of Border Control Cirebon.  

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